Loblaws Expands Non-Alcoholic Offerings With Ab0ve Pre-Mixed Mocktails

PHOTOGRAPHY COPYRIGHT SOME GOOD CLEAN FUN 2022

The world of non-alcoholic drinks has expanded rapidly over the last few years, with something for everyone available with the click of a button. In fact, ordering on-line has become de rigueur for anyone who is serious about tasting and sampling all there is to offer.

But what about anyone else who is practising mindful drinking, and might not have the time or patience to wait for a bottle to arrive? There are smaller upscale grocers dipping their toe into the good stuff, but up until now, large Canadian grocery store chains have been woefully inadequate in elevated options for non-drinkers. New Canadian ready-to-drink brand AB0VE Cocktails is on a mission to change this, with their recent entry onto Loblaws shelves across Canada.

“While most Canadian grocers have a vast selection of NA beer and wine, our point of difference is being a convenient and authentic ready-to-drink cocktail alternative which helps to optimize assortment for consumers,” said Greg Dobbin, Senior Vice President Sales, North America for Boom Beverage.

The addition of another ready-to-drink non-alcoholic beverage to the shelves is an important milestone for Canadian grocers, and the proof is in the pudding - consumers want this. Within weeks of hitting the shelves, AB0VE was practically sold out in downtown Toronto.

The AB0VE lineup of products was born out of a keen realisation the beverage market was missing something big. After analysing the industry, the team at Boom discovered there was a real consumer need going unfulfilled.

“There is a significant percentage of adults trending towards healthier lifestyles – a large factor of which is cutting out alcohol. For instance, 47% of people want to cut out alcohol to improve their health,” explained Dobbins.

The differentiating factor for AB0VE is the taste and flavour of their three products - gin & tonic, whiskey cola and mojito. Crafted with natural flavours, we love AB0VE because they have the aromas, flavour, complexity, and kick of genuine spirits but with 0% ABV (alcohol by volume). Most importantly, drinking an AB0VE doesn’t feel like you’re compromising as a cocktail lover, and having to ‘make do’ with a four-pack of non-alcoholic beer.

As more and more people are shifting towards a healthier lifestyle that doesn’t include drinking, the challenge becomes how to be social in a society that can sometimes be too boozy.

“Occasions are increasingly being challenged to make everyone feel included and ‘part of the fun’” Dobbins says about where AB0VE fits into the social scene. “Self-assured consumers can and will be a part of the occasion on their terms, partaking in the ritual of celebrating in their own way with an AB0VE mixed drink (we hope) they truly enjoy.”

Above all (pun intended!), the affordability and accessibility will prove to be a benefit for anyone who is choosing not to drink for whatever reason. It’s one less hurdle for cocktail lovers who are hoping to be mindful, when they can drive or walk to their nearest grocery store to pick up some AB0VE whenever and wherever they are in the mood for it.

While there are only three flavours to start with, Dobbins says there is lots of room to expand.

“We are constantly looking at key trends and innovative flavour profiles to build out the AB0VE line, while testing other formats and platforms for future non-alcoholic products.”

In the meantime, run don’t walk to your nearest Loblaws and pick up some AB0VE for yourself. You won’t be disappointed.